Ideas Edit: When AI levels the playing field - how will agents stand out?
/Unless you have been living underneath a rock you are very aware the AI is at the forefront of transformation in the real estate media world.
For many companies, this shift has sparked both excitement and fear.
As AI levels the playing field for technical visual quality where does that leave agents who have long had the competitive edge of the “Best looking images”?
How do you now stand out?
The answer lies in exactly what our company represents and values: our relationships, our experience, our human-ness.
I feel excited and confident about stepping into this tech-driven future, particularly as a local, boutique real estate media company on the Sunshine Coast and to explain why let’s explore how AI is reshaping the real estate media landscape and why I believe our team is perfectly positioned to thrive.
The Evolution of Real Estate Media: where AI is taking us
Real estate media is an interesting mix of product & service. For the longest time it has been all about the product - the images & video and how they look, and if you had a good photographer with a good editing team you were winning.
However with the AI tech advances we are seeing faster turnaround times and consistently polished products. Soon enough the quality will all start to look the same - and look good.
Visually you marketing campaigns will become like for like with your fellow real estate agent.
The Human Touch: Our Competitive Edge in a Tech-Driven Industry
When everything looks the same the deciding factor for clients will no longer be the product itself but the experience of working with the people behind it. The product will be the service and this is where our human-ness becomes our most valuable asset.
Let’s consider two scenarios:
Agency 1: A young, inexperienced photographer rocks up to a shoot. They briefly acknowledge the agent and vendor. They give you maybe 45 mins - they are efficient but impersonal, focused solely on getting the job done. Their interactions with the agent and vendor are minimal, and their attention to detail — like fixing bedspreads or hiding cords—is lacking. The result? The images might look fine - great even with AI, but the experience leaves much to be desired.
Agency 2: A mature, experienced photographer arrives early and greets the agent outside the house. Taking their shoes off as they enter the house, shaking the vendors hands and greeting them with a warmth and sensitivity that indicated that they know this is an extremely stressful situation for most people, immediately putting vendors at ease. They involve the agent (and vendor if interested) in the process of photo selections and discussing the home. They take the time to move items (with permission) and thoughtfully ensure every detail is perfect. By the end of the shoot, the vendor feels confident, valued, and reassured that they’ve made the right choice in listing their home with this agent.
Both agency can probably deliver the same result image wise but which agency are they likely to recommend to other people?
Why Our Business Is Built for the Future of AI
At TPLE, we pride ourselves on the experience and expertise of our team members to be able to deliver a stand out service. Our values—quality, relationships, and easy-going professionalism—are the foundation of everything we do. As AI continues to change the industry, our human-ness will set us apart.
Our confidence in the future comes from knowing that we’ve built our business on principles that cannot be automated:
Strong Relationships: We prioritise building genuine connections with our clients and their vendors. Agents know they can trust us to represent their brand with warmth, empathy, and professionalism.
Attention to Detail: From the angles we choose to the way we style a room, we go above and beyond to ensure every property gets the attention it deserves.
Boutique Service: As a small, dedicated team of extremely experienced shooters we can offer a service that makes our client know they’re not just another order number—they’re valued partners in a collaborative process.
Creative Expertise: While AI can assist with editing, it cannot replace the creativity of a skilled photographer or videographer. Our team understands how to capture the lifestyle essence of each home, making every listing feel unique and emotive.
Adapting to Change: With over 18 years of experience, we’ve seen the industry evolve—and we’ve evolved with it. From embracing social media trends (hello, Insta-worthy images!) to staying ahead of design and print innovations, we’re always looking for ways to improve and grow.
Embracing the Brave New World
As we move into this increasingly tech-driven future, my confidence in our experience team leaves me excited about the opportunities ahead. AI will undoubtedly change the way we work, but it will also free us to focus on what truly matters: building relationships, delivering exceptional service, and helping our clients succeed.